How Going Viral on Instagram Helped Our Small Rural Business
At 3 Donkeys, we’re no strangers to rolling up our sleeves and getting stuck in. From running a working farm to designing award-winning women’s 2to1® Coveralls, we’ve built our brand from the ground up—quite literally. So, when one of our Instagram reels featuring the Exmoor 2to1® Coveralls hit 3.7 million views, we were floored.
But what does going viral really mean for a small, rural business like ours? And what are the pros and cons of relying on social media to tell your story? Let’s break it down
The Pros of Social Media for Small Rural Businesses
1. Massive Exposure—Without a Massive Budget
Our viral reel didn’t cost us anything beyond time and creativity. Even so, it reached millions across the UK and beyond. For a business rooted in rural Devon, that kind of exposure would’ve been nearly impossible through traditional advertising alone.
What’s more, we could never have imagined shipping as far as Singapore, South Korea, or Japan. Yet, thanks to the reel’s incredible reach, we did exactly that.
2. Real Connections With Real People
Unlike big brands, we don’t have a polished marketing team crafting campaigns. It’s just us (well Amanda) —living and sharing our real life. That’s why our content resonates.
As a result, when the reel took off, our inbox filled with messages from women saying they’d finally found PPE that actually fits. We weren’t just seen—we were heard.
3. Boost in Traffic and Sales
Going viral wasn’t just about likes and views. In reality, our website traffic skyrocketed, and new customers discovered our 2to1® Coveralls. Better still, international orders spiked.
On top of that, we were able to resume shipping to Europe following the GSPR import changes—something that felt perfectly timed. (Glad that’s done!)
4. Community and Brand Recognition
In the world of rural business, visibility often brings validation. Social media has helped us build a loyal community who not only cheer us on but also share in our wins.
Over time, we’ve gone from being “that farm clothing brand” to becoming a recognised name in essential women’s workwear.
The Cons (Because Yes, There Are Some)
1. The Sudden Surge Can Be Overwhelming
A viral moment might sound dreamy, however it also comes with pressure. The sudden wave of messages, emails, and orders can be hard to manage for a small team like ours (ok so it is just Amanda handling it!). At times, Amanda found herself stretched a bit thin.
2. Increased Visibility Brings Mixed Reactions
With greater attention also came a few negative comments. Inevitably, not everyone will love what you do, and that’s okay. While the vast majority of feedback was overwhelmingly positive, we did receive the occasional criticism—from questions about fit to opinions on our style.
But in truth, that’s part of putting yourself out there. Viral success invites all kinds of voices, and learning to take the good with the not-so-good has been a valuable part of the journey.
3. The Algorithm Is Unpredictable
You can’t plan for a reel to go viral. What works today might not work tomorrow. That’s why social media, while powerful, can’t be our only strategy. Instead, we focus on consistency, community, and staying true to our values.
So, Was It Worth It?
Absolutely.
As a small rural business, social media—especially short-form video—has become one of our strongest tools for storytelling and growth. More importantly, it’s helped us connect with women who’ve long been underserved by traditional workwear options.
Going viral was a whirlwind. Nevertheless, it reminded us that people care. They care about smart, practical clothing. They care about women’s safety on farms, in stables, and on yards. Above all, they care about supporting small businesses doing big things.
Final Thoughts: Staying True in a Viral World
Social media’s reach is powerful—but its true value lies in authenticity.
At 3 Donkeys, we’ll keep showing the real work behind the camera: the muddy boots, the calving chaos, the early mornings, and late-night dispatches. That’s what we’re made of.
Because whether we’re seen by 3 people or 3.7 million, we’re proud to be rural, ready, and real.
Not seen the reel yet?
Check it out here → See our 3.7M-view Instagram reel in action
